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Towson University, MCOM214(Principles of Advertising),Zune Campaign, Fall 2008

Towson University, MCOM214(Principles of Advertising),Zune Campaign, Fall 2008

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Zune Presentation Zune Presentation Presentation Transcript

  • December 4, 2008
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    • Create a competitive advertising campaign that will appeal to a new target audience through competitive ads.
    • Promoting benefits concerning Zune’s messaging system, wireless downloads, and FM purchasing options as well as the concept of sharing music with other Zune users.
    • This campaign should not only benefit the consumer but bring a respectable R.O.I. for Windows so you can continue improving Zune’s sales in the future.
    • Product attribute and product competitor strategies should be used in this campaign.
    • The target audience for the Zune includes young consumers ranging in age from 15 to 35 years old. The target audience will consist of consumers who are constantly on-the-go with activities such as driving, exercising, working, school, etc.
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    • To date, the Zune is considered to be inferior compared to the iPod.
    • Consumers are concerned with the Zune’s poor battery life and song purchasing program As a result of this, Zune has minimal market share and lack of sales compared to other MP3 players.
    • On the other hand, the screen, sound quality and control panel have all received positive feedback from consumers (“Zune Review,” 2008).
    • Although the consumer is able to identify positive qualities in the Zune, it is still considered to be somewhat of a generic iPod because Apple launched the iPod before the Zune was launched and consumers tend to turn to the iPod first.
    • For consumers to consider Zune as one of the top three MP3 players, along with iPod and SanDisk, when they are looking to purchase a reliable product.
    • It is also important that consumers believe the Zune is reasonably priced and that is a popular MP3 player that is convenient and easy to use.
    • Promote social networking and file sharing
    • at the palm of your hands and create a
    • social marketplace for music, picture, and
    • opinion sharing.
    • Zune’s ultimate benefit to consumers
    • will be the ability to tune in wirelessly
    • to download music as well as share songs
    • wirelessly with other Zune users.
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    • Support for the theme of wireless convenience and sharing include Zune’s windows messaging system, FM Downloading and wireless downloading. These features support the theme because they provide the consumer with the ability to download songs whenever and wherever they want.
    • Zune also allows consumers to share songs with other Zune users without physically linking their Zunes together. Other features such as various colors, sleek style, durable screen, and an easy-to-use control panel/downloading system are also important support features.
    • Execution tactics to support the theme of sharing and wireless convenience include television and print advertisements directed towards target audience including the catch phrase “Zune In”.
    • The phrase “Zune In” implies that you can tune into FM radio using the Zune (i.e. wireless convenience).
    • Other tactics include a short explanation of the feature advertised in each print or television advertisement. By using these explanations, it will allow the consumer to better understand the advertisement and the features emphasized related to the theme.
    • Because McDonald’s allows free Wi-Fi to all Zune users, the theme of sharing is further reinforced. Using images of the Zune, including slogans with a play on words, and including visual metaphors will assist in capturing the viewer’s attention.
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    • Two friends (Jim & John) just bought new Zune players, but John has one little surprise about Zune for his friend, Jim.
    • To try out their new Zunes, they decide to have a little fun sending picture files back and forth to each other.
  • Jim: (Excited) “Look at me, dude! Zuning with my bro on the home front.” John: (sarcastically) “No way, dude.” Jim: “Yes way!! Where are you, man?”
  • John working on sending his response…
  • Jim: “Mickey D’s? No!” John: “Yes. I can Zune- in all I want… for free!!” Jim: “I’m lovin’ that.”
  • Mc Wi-Fi Free for Zune users nationwide… Zune in at McDonalds.
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    • Imagine nothing but the blazing hot sun beaming down on a lifeless desert.
    • There are thousands of people, wondering around aimlessly; each with a Zune player.
    • The only sound that you can hear is the faint wind blowing tiny sand particles around the people.
    • The setting implies a hopeless lonesome agony; with a never ending fate to all of its inhabitants.
  • The Bringer of Music
    • When everything seems completely hopeless, the viewpoint will rise up to a goddess in the clouds.
    • She is also wearing a Zune player.
    • It shows her pick a song on the Zune which is “Are You In?” by Incubus.
    • As the song plays, musical notes in the shape of rain shoot out of her headphones onto the desert and its people.
    http://library.thinkquest.org/28111/_borders/goddess.jpg & http://office.microsoft.com/en-us/clipart/results.aspx?qu=goddess&sc=20#24
  • Synchronization & Sharing
    • When the water note hits the people’s Zune player, it shows the process of the song being shared and synchronized with everyone's Zune player.
    • Once everyone gets the song, they are all sharing and are all listening to the same song at the same time.
    SYNCHRONIZING
    • Everyone is dancing while being overcome by a musical trance and their attitudes are euphoric and completely content with what is going on
    • As the song picks up, more and more notes shoot out of the goddess's headphones onto the desert wasteland and its people
    • Every drop sprouts a new plant, oasis, or animal. The water has made the hopeless desert turn into a tropical paradise of promise
    • Everyone is dancing while being overcome by a musical trance and their attitudes are euphoric and completely content with what is going on
    • As the song picks up, more and more notes shoot out of the goddess's headphones onto the desert wasteland and its people
    • Every drop sprouts a new plant, oasis, or animal. The water has made the hopeless desert turn into a tropical paradise of promise
    • The viewpoint then zooms out of the focus area and shows the whole island of hundreds of thousands of people instead of a hundred.
    • The zoom out then stops where the whole island is visible and above is the goddess with notes still raining down.
    • The slogan, “ZUNE IN” appears
    • Apple. (2001, October 23). Apple Presents iPod . Retrieved November 5, 2008, from: http://www.apple.com/pr/library/2001/oct/23ipod.html .
    • Apple. (2008). Apple iPod Radio Remote . Retrieved October 27, 2008, from: http://store.apple.com/us/product/MA070G/D?fnode=MTY1NDAONg&mco=MjMxMTg.
    • Apple. (2008). iPod here, there, and everywhere . Retrieved October 27, 2008, from: http://www.apple.com/ipod/ipodyourlife/ .
    • Baig, E.C. (2008, September 18). Microsoft's zune makes strides to catch ipod. USA Today , p.4B.
    • Bruno, A. (2008). Zune in tune. Billboard . 120(40) , 17.
    • Chen, J. (2006, November 3). Zune: First full review . Retrieved November 4, 2008 from: http://gizmodo.com/gadgets/portable-media/zune-first-full-review-212255.php .
    • Cruz, P. (2007, March 13). U.S. top selling computer hardware for January 2007 . Retrieved November 5, 2008, from NPD Group Web site: http://www.bloomberg.com/apps/news?pid=conewsstory&refer=conews&tkr=AAPL:US&sid=ap0bqJw2VpwI
    • Cueno, A.Z. (2007). Microsoft changes its marketing tune for lackluster Zune. Advertising Age . 78(44) , 37-39.
    • Dahlquist, D. (2008). The Zune hits 2 million sold - Apple yawns. Macworld . 25(8) , 28.
    • Dilger, D. (2007, January). This just in: Pac still at it. Retrieved November 25, 2008, from Roughly Drafted Magazine Web site: http://www.roughlydrafted.com/RD/ RDM.Tech.Q1.07/FFE4A8E2-9816-4344-9FB0-61BED246674C.html
    • “ Direct Competition”. (n.d.). Retrieved November 5, 2008, from Mimi.hm Web site: http://en.mimi.hu/ marketingweb/direct_competition.html
    • Electronista. (2008, May 9). Zune Reaches 2m Sales; Flat Versus IPod . Retrieved October 22, 2008, from: http://www.electronista.com/articles/08/05/09/ms.sells.2m.zunes/ .
    • France, Jasmine (2007, November, 2). CNET Editors' Review. CNET Reviews . Retrieved November 4, 2008, from: http://reviews.cnet.com/mp3-players/samsung-yp-k3-2gb/4505-6490_7-32327725.html .
    • Griffith, E. (2008). Microsoft, McDonalds Team for Free Zune Wi-Fi . Retrieved November 11, 2008, from: http://www.pcmag.com/article2/0,2817,2330487,00.asp .
    • Kim, J. (2008, September 22). Zune (30GB, black). Retrieved November 4, 2008, from http://reviews.cnet.com/mp3-players/zune-30gb-black/4505-6490_7-32068976.html .
    • Nerdjack. iPod vs. iPod vs. Zune . (2008, January 21). Retrieved November 4, 2008, from http://www.nerdjack.com/2008/01/21/ipod-vs-ipod-vs-zune/ .
    • Palenchar, J. (2007). More marketing muscle for zune lineup. Twivr: This Week in Consumer Electronics . 22(24) , 1-10.
    • “ SanDisk slot music player – MP3.” (2008, October 23). Retrieved November 29, 2008, from Popgadget Personal Technology for Women Wed site: http://popgadget.net/2008/10/sansa_slot_musi.php
    • Sansa. (2008). Slot Music Player . Retrieved November 5, 2008, from: http://go.shopsansa.com/content/slotplayer .
    • Stallock, Kyle (2008, October 23). Microsoft Releasing a Gears of War 2-Themed Zune . Retrieved November 5, 2008, from: http://www.1up.com/do/newsStory?cId=3170877 .
    • Technroll. Zune Review . (2008, September 13). Retrieved November 4, 2008 from http://www.technroll.com/zune-review/ .
    • Zune takes off the gloves and puts on masks. (2008). Brandweek . 49(13) , 10-13.
    • Zune. (2008). Discover music everywhere . Retrieved October 27, 2008, from: http://www.zune.net/en-us/whatsnew.htm .
    • Zune Scene. (2008, September 18). Zune Vs iPod Comparison . Retrieved October 22, 2008, from: http://www.zunescene.com/comparison/.
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